Funny Money Man

I saw a story on NPR's website called, "Who Knew? Fed Chairman Ben Bernanke Is A Funny Guy,"  by Mark Memmott with a transcript of the Federal Reserve Chairman's commencement address at Princeton. I was impressed that he could use humor, even though he seems like such a serious guy. He even quoted Lily Tomlin, which is the last thing I'd expect from him. 

Bernanke's approach can be a lesson for attorneys. Usually lawyers are careful when dealing with the media, which I totally understand, because they have to be very careful about what they say. However, because they have to be calculating about their words or actions, they might look cold or even inhuman to other people, which can affect their reputation and their client's image. 

That's why I often advise attorneys to communicate some light-heartedness when speaking to the media or releasing press statements. Wherever you speak or issue a statement, you should think about your audience. At a conference with other attorneys, for example, you can be more serious and use more specialized language. However, there's nothing wrong with sprinkling what you say with some humor, like Bernanke did.

 

On the other hand, when you speak to a more general audience who wouldn't understand or appreciation legalese, you should find a way to connect with the public by avoiding being very intense or serious. You have to be careful about what you divulge, of course, so you have to decide beforehand what your boundaries are, but there's nothing wrong with lightening up a little for the press. After all, if the Federal Reserve Chairman of the United States can do it, you can too. 

 

Is a Donut Better for You than a Salad?

Candice Choi's article, "Dunkin’ Donuts adds doughnut bacon sandwich to menu" in the Chicago Sun-Times is a great public relations move. The sandwich consists of fried eggs and bacon on a glazed doughnut, so I don't think I could eat it unless I extend my daily workout from one hour to five. However, what Dunkin' Donuts is doing is newsworthy. 

Everyone knows that fatty, sugary, salty foods aren't good for you, so fast food restaurants, even McDonald's, are offering salads and more healthy food. You'd think that since people are more health-conscious, they would want more healthy food, and even Choi says that sales have increased because of the healthier menus. However, Dunkin' Donuts is giving people what they're wired to crave, and it seems like a novelty. After all, PR-wise, healthy food doesn't seem as exciting, but a crazy, caloric sandwich can make a splash. 

It reminds me that what's old is new again, because for years fast food restaurants didn't offer healthy food, and Dunkin' Donuts is returning to that approach. In that way, what Dunkin' Donuts is doing seems contrarian in their publicity efforts. However, the company really scored because the sandwich will cause lots of conversations online and off. I bet people have even been posting photos online of them eating it just to show others how adventurous they can be. 

After looking at what that company has done, think about what you can do that will be noticed and that people will talk about. Maybe you're not a proponent of unhealthy food, but if you look at your business, there's probably something you can find that's noteworthy. 

By the way, if you've tried the sandwich, let me know.  

Hot, Hot Photos on Cold Cold Day

I’ve been saying for a while that one way to promote yourself is through photos, and I was reminded of their importance when I saw a fire. Actually, I didn’t see a real fire where I live or work, but I’ve been following the story about a big fire in Bridgeport. Even though we hear about fires throughout Chicago, we might not pay much attention to them, unless they’re part of a case that an attorney is working on or if there is a lot of drama surrounding them. 

Since that fire in Bridgeport was in an abandoned building, it didn’t seem like a big deal, but then I saw photos of it popping up on Facebook and other social media. What got people’s attention was the aftermath of the fire. The firemen spent hours in frigid temperatures fighting the blaze, and the water they used ended up freezing so that the building looked beautiful.

At first, stunning photos were posted on the Chicago Tribune website. Then the social news site BuzzFeed posted “amazing photos of [the] beautifully icy aftermath” that were taken by photographers from various media services. After that, news websites around the world posted photos, including the Wall Street Journal. Who would’ve thought that a fire in an area of the city that isn’t visited by many people would become worldwide news?

I often talk about the speed of modern media, and how attorneys have to be ready to respond because the news cycle happens in hours and even minutes. When you have a serious case that is getting a lot of publicity, you might feel pressure to act responsibly so that you don’t get negative press. However, in other parts of your life, such speed could work in your favor. Even if you simply see a really beautiful bird on your vacation, take a picture and post in on your website and in other social media. You don’t need the fancy cameras that professional photographers have; you can just use your phone. After all, you never know where your photo might end up and what attention it can get to help your reputation.

When is Being Red and Fat a Sign of Good Health?

Christmas is around the corner, and as usual, we've been inundated with Santa Claus. Actually, I've seen Santa Claus around since I was a kid, so he's been with me pretty much my whole life. When I think of Santa, a fat, round, red guy comes to mind, and not a spokesperson for healthy living. 

Yet AARP created an interesting twist with Santa by making a list of why he's actually healthy in "Claus and Effect". Have you ever thought of Santa as being the picture of health? I sure haven't, but AARP has come up with some ways we can be inspired by him so that we can be healthy too. The tips include generosity ("hand out toys"), sitting less ("climbing chimneys"), and having a pet ("get a reindeer"). 

It just goes to show that everything old can become new again if we learn to repackage something. So as you run around stressed out and enjoying treats, think of Santa. If he can be considered healthy, then we can too. And it's also a good time to think about how you can reinvent your media message to be fresh and ready for the new year.

 

Merry Christmas!

 

 

Running for Mayor? Or Mayor is Running?

When I saw this news piece on Fox Chicago about a strip club opening next to a convent and school, I was surprised that the Mayor of Stone Park ran away from Dane Placko and shut the door on him, right on camera for all of Chicago (and the world online) to see. After all, nowadays people know (or should know) that their behavior on camera, in print, online--wherever the media is--will be captured and will definitely affect their reputation. The Mayor not only looks like a coward, but his response seems like he's got something to hide. Does he? I don't know, but sometimes actions speak louder than words. It could help the public form a "guilty" verdict down the road.

Stone Park Community Protests Strip Club Opening Next to Convent : MyFoxCHICAGO.com

Can a Dog Be Trained to Sniff Out Public Relations Opportunities?

I came upon an interesting article in Businessweek about“Argentina’s Dollar-Sniffing Wonder Dogs” and how they’re sniffing for US currency to prevent “capital flight” from that country. That’s the first time that I’ve seen something about dogs sniffing for money, not drugs, but I guess countries have to get creative to prevent disasters.

It’s too bad that the online article doesn’t show the picture of a cute sniffing golden retriever in the ferry terminal, so if you get a chance, try to take a look at the magazine picture. Actually, I can walk down any street in Chicago and smell different kinds of pizza. So if the city ever has a pizza problem, I could be the guy for them (even though I’m not as cute as those dogs).

That sniffing-dog article reminds us that we should be sniffing out media opportunities. While media websites have reporters’ or producers’ bios, you shouldn’t stop there. Search on Google, Facebook, and LinkedIn to “sniff out” a better personal connection between you and that journalist so that you can pitch them better. At the very least, it will allow you to include something that is more personal and customized. And they’ll appreciate it, though you have to remember to be sincere because the media don’t like phonies.

Lawyers Lie and Other Truths About Attorneys

Inside Counsel has an article called "37% of people say lawyers have 'very low' ethical standards" and the title really says it all: too many attorneys do not have a good reputation.

 The article gets that statistic from a Gallup poll that was conducted earlier this month, and even though we're almost at a new year, I don't think these statistics will improve much, unless some lawyers work on developing a better reputation.

When an attorney really is dishonest, he or she doesn't deserve to have a good reputation, so I'm not talking about that type of lawyer. Even though there are unethical people in every profession, I doubt that the number of unethical lawyers adds up to 37 percent.  

Which means that attorneys have a lot to fix if they want the public to trust them. Think of all the education they've gotten and all the hard work they've done, to only be greeted with disdain from the public. That's not good. 

What you should think about doing in the new year is planning to work against the negativity by offering good advice and help in the public square. There are many ways to improve your reputation and not get lumped in with the rotten attorneys. You can post helpful information on your own website, write an article, do an interview, be an expert in the media, make a speech at an organization, volunteer at your children's school, participate in community projects, and more. 

Maybe Gallup will do another poll, and by the end of 2012, attorneys' reputation stats will be better. Let's hope so. 

Would Jon Bon Jovi Be Better Off Dead?

Recently, to prove to people that he's not dead, Jon Bon Jovi posted a picture of himself online with the statement that “Heaven looks a lot like New Jersey”. I’m sure a lot of people think what he did is funny and are probably very happy to find out that he's really alive, after rumors of his death were all over the Internet. However, I’m not laughing. I don't consider myself a serious guy and I like to find humor wherever I can, but Bon Jovi is really making light of an eternal matter.

Newsflash to Bon Jovi: heaven isn't really New Jersey. I think it's arrogant to say that, and he never really died to find out where heaven really is. Plus, if he was right, how come no one has found John Lennon, Elvis, or Ray Charles there? 

Bon Jovi's joke is a way to think about how your reputation is on the line in whatever you do. It's important to not make light of serious matters when it comes to your own reputation management. What will people think of him from now on? Have you ever made a mistake by saying or doing something that was too frivolous for a serious situation? How did people respond? If you're thinking of saying something in public you know is questionable, then consider what kind of image you're putting out there. Everyone doesn't have the same sense of humor and doesn't see the world in the same way.

Learn from the Pig

When I was growing up, "pig" meant the source of bacon, sausage, a good ham for the holidays, and even a derogatory name for the police during protests. Who knew "pig" would end up meaning big profits?

People find lots of different uses for pigs, and even Business Week has taken notice of the the pork rind battle going on for dominant market share. It sounds silly that those companies are taking pork rinds so seriously because to some people, that part of the pig doesn't seem as important as the meat, but they're obviously making good money from that business because a lot of people like to eat the skins of pigs. 

When put that way, it doesn't sound appetizing, but anything we do can sound different as long as we present it in a way that people will take interest. 

Which brings me to our own publicity efforts. Like the pig industry, we can get a lot of different uses with our own content. For instance, if you write an article for a trade publication, it can also go on your blog, become a pitch for the media, be the basis of a video, and can even become an outline for a speech at a professional association. There are many ways you can use your content; just figure out which part of it people are interested in, and modify it to appeal to them the most. And it's important to remember that in addition to creating appealing content, you should offer information that can benefit people so that you're not just tooting your own horn. That way, you'll profit in various ways.

Immature or Savvy Legal Marketing?

A lot of men have bald or thinning hair, some have a potbelly, and others aren't thrilled about getting older. You can make money from that! Or at least from being bald. No, this isn't a sales pitch to grow your hair, but a way a lawyer is pitching himself to get new clients in his ads for Mybaldlawyer.com.

I read about it at the Legal Watch blog where they pointed out other examples of ways that lawyers stand out from the competition with garish or racy images. It's a great way to create buzz because it's controversial, but is it really appropriate for a professional? When promoting your firm, you should consider what kind of image you want people to walk away with. If you want to be smart, it's best to avoid such tactics.  

In some ways, doing whatever it takes to get more clients than other lawyers seems sophomoric and immature. I'm sure those attorneys who have billboards with half-dressed women to promote the benefits of divorce aren't lacking in clients and have made decent money from selling their merchandise, but what about their reputation? You don't have to cheapen yourself to make a good living. In the long run, behaving like a professional is better than making a flashy splash and being remembered for being silly.  

So it's something to think about: do you want to make lots of money at any cost, or do you want people to respect you by promoting your firm in a professional way? I'd take the latter.

Behave Lawyers, Or Else!

I read an interesting post at Above the Law about judges who have "punished" misbehaving attorneys by inviting them to a "kindergarten party" and "a 'special' emergency refresher course in first year ethics and civility."

It's an obvious case of a "shame-on-you" discipline program, and both of those special "invites" sound like harsh reactions to immature attorneys, but it makes us all think that it's important to watch our behavior, no matter where we are.

Not all behavior is as extreme as in this video of a Cleveland courtroom, where a defendant throws a backpack at the judge's bench and beats up the public defender. However, not presenting truthful information or whining is not acceptable, not just in a courtroom, but anywhere.



Even though most of us aren't videotaped, we still have to be careful about how we act. One judge cancelled his kindergarten party, and the other judge was replaced by someone who canceled the refresher course, so the attorneys didn't have to “waste” their free time. But their behavior was publicly exposed, and they probably felt humiliated. Hopefully attorneys can avoid public embarrassment by acting like grownups.

Saturday Night Live is Still Dead

As you know, "laughs" is a part of my blog's title, so it's obvious that I love comedy. I've been a clown, have done stand up, and have also taken Second City classes (which have helped my speaking engagements, too). I'm always looking to have a laugh after a long workweek, and I used to watch Saturday Night Live often. But not anymore.

A lot of people watch it, and lots of people have tuned in to that show for years, so SNL must be doing something right...right? Wrong. It's just not funny anymore, which is too bad because they're on a big network with a long history. But SNL has lost its heart and the essence of what made it funny.

So what's funny, you ask? I like Newsbusters. Sure, they're mostly a news site that has a lot of facts and figures, but they know how to make news funny, not stuffy or stale. Which is what SNL is: stuffy, stale, and dead. That show should learn from their older episodes to find out what funny and fresh look like.

Below is the latest Newsbusters video. It just goes to show that online video is 10 times funnier than what we can find on TV.

Are Your Friends Worth $45 Billion?

Recently, USA Today had an article with the headline,"Google+ adds $45 billion to Net giant's market value." It made me think, why? Yes, Google is trying to take over all things online. And while $45 billion is still real money, even for the US government, it's still about half of Facebook's valuation. So what does all this mean to a non-business major who focuses on public relations?

Over the years, the value of my services has been tied to my personal database of media contacts. Clients and prospects have felt that because I have contacts at the New York Times or USA Today or "The Today Show," they would get great publicity. Sometimes, not always, that is true. However, the real value of having contacts at media outlets has been about my connecting to their colleagues. And that's where I believe Google and Facebook get their multi-billion dollar valuations: knowing you, means getting to know your contacts. Here's how it plays out in public relations:

• The Transfer of Trust Factor: Maybe you've heard public relations professionals referred to as "flacks" or "spin masters," two very negative terms that make me ill when people describe my work that way. I knew that when I had a great working relationship with one reporter, who was my doorway into every other contact at that media outlet. Google + is all about access to whom we know who trusts us.
• Faster Connections: I'm not talking Internet speed; I'm talking about the speed at which you can build a relationship with someone new. If it took me three months, three phone calls or three emails to build a relationship with the first contact at that outlet, it took about a third of the time to get up to speed with the reporters they introduced me to. With Google +, the trust factor that marketers and advertisers are buying into is that if you're a fan, you can help them get more fans faster.
• Blog "Circles": When blog authors list other blogs they like, it tells you in short order who are the other key influencers. A client today asked me about research they needed done quickly. I did not have time to search Google or Yahoo! or to set up alerts. However, I did look at a key influencer and through their connections, I was able to give the client good advice in short order. Google + will also allow them to see how you "endorse' friends or business contacts and makes it even easier for them to make target pitches, not just through you, but to all your connections.

The value of a blog, Facebook page, or Google + is nothing without personal connections that help marketers sell through you. When I was growing up, network marketing was big with Avon, Tupperware, and Shaklee vitamins. These companies worked hard to get their sales agents to get friends to buy their stuff and then get those friends to sell this stuff. Except then, it took months to build a network, not moments.

When You Mess Up, Fess Up

By now, everyone knows the big news about New York congressman Anthony Weiner: he did, indeed, send out lewd pictures, and finally admitted what he had done after a week of denials.

What took him so long?

It was probably fear of what people thought, including his wife, who is pregnant. Even though it’s an embarrassing situation and could cost him his job, he should have fessed up right away. Think about how he felt all those days and nights. The media kept asking the questions, and he kept lying and making excuses, and even showed his anger towards them.

Big mistake.

It made him look a lot worse. Now he not only looks like a pervert and cheat, but the media, the public, and his constituents, who have voted for him several times, think he’s a liar.

Liar, liar, pants on fire…or pants off, in his case. He ruined his reputation, whereas he could have just admitted it right away, said he’d work it out with his wife, get help, take some time off, and do whatever he had to do to make things right for himself and in the public eye.

Now the public has turned against him and think he’s a loser. It’s too bad for him, but a lesson for us: when we mess up, we have to fess up to prevent any more disasters to our reputation. It also lessons the pain.

Making a Mess of Your Law Firm

While law firms are considered a "conservative" professional service business, they seldom always represent conservative issues or at best, neutral ones. The law, like anything else, is politically charged. Think "liberal" ACLU attorneys versus "conservative" ADF lawyers. Which brings me to Katherine Franke's article at The Huffington Post titled, "King & Spalding's Self-Made Mess."

Ms. Franke did an excellent job of showcasing how one law firm managed to offend both the "left" and the "right" with one statement after it decided not to support the Defense of Marriage Act, DOMA. Ms. Franke explains how this has become a public relations nightmare for King & Spalding's reputation.

Here are my thoughts about when a law firm finds itself walking a very thin line among clients with divergent viewpoints:

• Review the mission and values of the law firm. Can a law firm that represents evangelical Christians also defend the free speech rights of an atheist? Depends. If the firm values that the US Constitution protects the rights of the faithful and faithless, then it can serve both clients. If the partners believe that they have a call from God to defend Christianity, then serving conflicting clients will create...conflicts.
• Plan for damage control. I remember a case where a public relations agency that represented Planned Parenthood also represented a major Catholic archdiocese. Talk about a battle between pro-abortion and pro-life organizations. If this was a law firm representing both, then you have to work through various scenarios. Find a way to keep both clients, or decide which client you would rather keep and do what is necessary to break off from the second client. (I wish I could explain how to do this in a blog post.)
• Be transparent with your current clients. Before a law firm takes on a potentially "hot-button" new client, consider having a conversation with the clients who love your work and are advocates for your firm. Decide on which partners can talk to which clients and clue them in to the type of client you are considering that is likely to raise concern about certain groups. It's a great way to show mutual trust, and you might learn something in the process like how your current clients value your going to the mat when it's justified.

I know this particular matter with DOMA has opened many cans of worms. However, it's a great lesson for other law firms to learn from when it comes to potential liabilities with your client mix.

Something Smells at Pew Research Center

Here comes some news about news sources and how they are related to the trendiest news source, Twitter. According to an article published by Pew Research Center's Project for Excellence in Journalism, "Twitter

appears at this point to play a relatively small role in sharing of links to news sources."

I think Twitter in and of itself has been the link to certain breaking news stories, not a "forwarding service" for online news associated with traditional brands or even popular online outlets like the Huffington Post.

Here are some thoughts when you look at the mix of media outlets:

• Hello, Twitter is a News Brand: Sure, any traditional news outlets can put links to their stories on Twitter with the hopes that they'll get some new readers. However, if I care about what the Drudge Report says or The Smoking Gun, I'll be checking out their breaking news directly. So, I think the numbers in the Pew Center's article don't show anything beyond the obvious. 
• Size Matters:  The Pew Report states, "Twitter’s user base is far smaller than such sources as Google or Facebook." In my mind, this point of their research is a non-starter. Twitter has 175 million accounts, Facebook has 600 million. And when did you see the founder of Twitter on the cover of Time magazine? Besides, that's what Google does; it is a search engine to point people to the news that they are searching for. Where's the exciting research here, Mr. Pew?
• The Core of Apples and Oranges Comparison: Or better yet, comparing beverages like Coca Cola with Fuel. One is a traditional drink that continues to work its way through new marketing channels, the other is a newer kid on the block that wants to break in. By the way, the Twitter account for Fuel only has 228 followers and, as of my post, has not posted a Tweet since last November (maybe they need to take their own medicine and get a jolt to update their Twitter account).

Look, social media is still the Wild West. If you don't believe me, check out http://www.namechk.com/ to see the 159 places where you can register your user name besides LinkedIn, Facebook, and Twitter.

Santa Caught in a Lie: Jolly St. Nick for the YouTube Generation

Another father who works in another office in my building shared how the night before Christmas his son wanted evidence that Santa really does come down the chimney, drop off presents and eat the cookies and milk left for him. Seemed like a normal discussion, until the boy wanted his dad to set up a camera and leave it recording so the boy could see Santa's legs dangle as he came down and did his job. I thought, "Wow, how does dad get past this one?"So I asked the father to explain.

He said that he told the son that Santa was super fast and that the camera could not catch him in action. Thenhis son asked about at least being able to see the dust from the chimney and being able to see him eat the cookies (Now that I think about it, cookies explain how Santa runs an impossible marathon around the world in less that 24 hours and still stays chubby.)
While I let this father off the hook with his weak explanations to his son, it did remind me about how when a client is thinking about releasing information that is not really true, you either stop the lie from starting, or create more lies to cover your tracks. And in some cases you have to cover your tracks because your spokesperson is clueless when it comes to understanding what to say to the public (See former BP chairman Tony Hayward during the gulf oil disaster).

Yes, over the years, some clients have asked me to lie. Sometimes it seemed as "innocent" as not wanting to speak to a reporter and they wanted me to say that they were out of the country, and sometimes it was providing information to the press that wasnot a bold face lie, but rather misleading information. In my book, misleading information is a half truth, and a half truth is not truth. Sort of like saying, 10 gallons of water is pure, but it has a teaspoon of salt in it, so it's still really pure because is it's so little salt. Bottom-line: the water is not pure.

When I grew up my parents wanted me to believe in Santa. I too even left out cookies and milk (that I assume my parents took since we didn't have mice). So  now, what about my daughters who are 2-years and seven weeks old? I want them to know the truth and be able to defend it even with peer pressure they might face, at the same time be respectful of why others believe in Santa. Maybe I'll just give them each a Flip camera and they can see for themselves.

Reputation Mismanagement

Some people think the first page of a Google search has the power of God. They hope and pray their business name appears on the first page and rejoice when it does because thinking thier business is set for life. Reputation management seems to boil down to the top of a web page.

When I did a Google search for "reputation management," three companies came to the top of the page as offering a service to help improve your on-line reputation: ReputationManagementConsultants, ReputationDefender, and Positive Search Results. Positive Search Results even offers a 100% satisfaction guarantee on their services. While, I can't endorse any of these companies, I can give them credit for accomplishing a first page listing of their companies that is positive. While online reputations can be ruined by real or false claims against companies by places like RipoffReport.com and PissedConsumer.com, there's a bigger issue that many companies fail to address.

While a few customer complaints can make even the most respected companies look bad online, it really has to do with the culture of the company in building it's image through internal and external public relations. For example, PissedConsumer.com has a complaint against Verizon. I use Verizon for my mobile phone and they recently charged me almost $200 by their mistake. When I saw the bill I was ticked-off. However, I called customer service and they verified the mistake and immediately corrected the bill. So, when I see others complain about them, I'm less likely to agree with the angry consumer, since I had a positive experience. 

For the company that wants to manage their reputations and keep them in a positive light, even when things get dark with customer complaints, keep in mind:

1. A reputation is connected to a company's character: Character is who you are when nobody is looking. Business that create a culture where employees can admit mistakes to management and to the customers, will come out ahead in the reputation game. We all make mistakes, the key is how quickly we address them and how we go about correcting the matter above the call of duty.

2. Character is connected to consistency: What you do repeatedly is how you are remembered over time. Do you avoid making the same mistake more than a few times? Does you company empower employees to make reputation-saving decisions on their own? One time I was in Trader Joe's and the peanut butter rung up with the wrong price. The cashier took my word for it that it was wrong and decided to not charge me for the bread I was buying. Their marketing about being a great place to shop connects with great service (and trust in the customers) from the employees.

3. Consistency will always get you better "rankings" online and offline: While the Internet has become the choice for many to evaluate a product or service, getting positive reviews with traditional word of mouth trumps all else. When you're at a restaurant checking email on your Blackberry and someone is doing the same on their Droid, any comparison with intuitive features shared in-person and then verified online will be a powerful brand and reputation builder.

As a practical matter, some companies know how to "work the Internet" system to get better rankings with the SEO strategies. So building your reputation from the inside out will help your business stay the course whether or not someone gets "pissed" or "feels ripped" off by you.

Lawyers to Avoid

I've been thinking about why a law firm decides to spend money on public relations. If it's not to further promote their reputation and trusted attorneys, then that money is wasted.

If you do a Google search for "lawyer" and "reputation" one of the top paid links is for Lawyerratingz,which has the headline: Lawyers to Avoid. It appears to mostly cater to consumers looking for lawyers. For fun, I put in the name of a personal injury attorney I know and he was not listed. I then searched for one of the top intellectual property attorneys I work for and he was listed, but had no reviews for him. It's not clear to me how this particular site has value for someone searching for a lawyer be it a PI or IP practice.

While I am an advocate of lawyers having blogs to exhibit their expertise (assuming it is very specific), I also encourage them to consider how "not" to become a lawyer that people want to avoid.

Certainly, building the reputation of a personal injury lawyer is much different than a patent attorney's. I believe there are common image building traits for many practice areas:

1. Lawyers need to overcome an inherent mistrust about their character. I'm not talking about the "ambulance chaser" image of PI attorneys when I was growing up. I'm talking about 21st century "overbilling image" that is calling for the death of the billable hour. Attorneys who address this issue in regards to the integrity of their billing practices will go a long way in enhancing their reputations. For example, check out the website for Valorem Law Group. Their first flash animation states "The Billable Hour is Dead." Talk about tackling the issue head on.

2. When it comes to marketing, lawyers are still learning to crawl: I wonder how many 2010 law school graduates understand the 1950s legal term "rainmaker?" Firm growth is no longer about a few super stars at the top that bring in all the revenue. New associates are now being trained early on in business development. They are also being told in firm policy manuals to mind their manners with their online profiles at social networks.Face time client development has morphed into Facebook policing at some law firms.

3. Lawyers Fear Asking the Hard Questions for Marketing Services: I had a blog post titled Social Media Snakes for Lawyers. My point was that there are hundreds of marketing, public relations and social media services making near impossible promises such as simply pay a fee, get consultations with a marketing/public relations expert, and like magic the firm's reputation will be enhanced and clients will come begging for your services. This type of magic is reserved for something more realistic, like unicorns. I've seen too many law firms think they can throw money at something that can enhance their reputation, without their involvement. Attorneys need to ask the questions to know exactly how their reputation will be enhanced with these services and understand the "costs" that has nothing to do with what they are charged (e.g. their personal time, giving the consultants direction and benchmarks to measure progress against).

For attorneys to become trust advisors to their clients, it starts with a reputation management strategy, not a repulsive brand of lawyering.

Moses, Israel and Public Relations

This week The Jerusalem Post had a story with the title: The real problem behind Israel’s dismal PR.  I found the first paragraph amusing:

Israel’s public image today is dismal. As Elie Wiesel once joked, “Jews excel in just about every profession except public relations, but this should not surprise us: When God wanted to free the Jews from Egypt, he sent Moses, who stuttered."

This struck my fancy because our agency handled the public relations for the Chosen People Ministries' Inside the Middle East Crisis. Chosen People Ministires did a great job of promoting the event and attracted more than 1,500 people from around the country to attend a conference. They helped the audience consider currents events in the Middle East with a newspaper in one hand and a Bible in the other. While Elie Wiesel is one of my hero's, he should know that there are some very talented Jewish public relations professionals, as evident by the success of Chosen People Ministries event.

And to serve and Moses' advocate, here are a few things this sea-parting Jew did very well as a public relations pro:

1. He knew his role as representing his client and giving Him the credit: OK, Moses had a big client, God. And God needed the job done. Moses followed God's orders, got millions of people out of bondage, showed them where God provided food and water in the desert, and even when God wanted to wipe out His people, Moses was willing to take the hit for them.
2. Moses Stayed the Course: While it took the Jews 40 years to get from Egypt to the promised land of Israel, biblical scholars believe it could have been done in less than a year. There was a lot of wandering at the direction of God. However, even when his client took him on a difficult path, Moses stayed with God's direction. Now, God has never give me this type of assignment. However, there is value in having a relationship with a trustworthy client and sticking with him, even when you don't always understand the logic. Unless the client asks you to do something unethical.
3. Moses worked to get clear directions from his client: When Moses went up the mountain to get the 10 commendments from God, he managed to get what every public relations person wants from their clients: a clear understanding of the rules of engagement. While many people may not know what all is in the Bible, most have heard of the 10 commandments. Good PR job, Moses.

Now back to the present. The Jerusalem Post article goes on to trash Netanyahu's leadership in Israel and his poor PR skills when it said:

The combination of the public’s disillusionment that peace efforts will ever improve its global image and the disunity within the government further exacerbates historic public relations woes across the globe. But Israel is also inept at PR at home.

While I am not a Middle East expert, I see a country that is surrounded by enemies, surviving and thriving even after coming back to life in 1948, when the world thought that Moses' Israel would never be restored to the Jews. At the end of the day, Israel still stands despite attacks from outside and inside the country.